Abstract

The purpose of this study to determine the effect of service quality dimensions including physical evidence, responsiveness, reliability, assurance, and empathy provided by Swalayan Mentari Malang on customer satisfaction and to determine variables that affect service quality on customer satisfaction dominant Swalayan Mentari Malang. Data analysis tool used is multiple linear regression with the F test and t test Based on the results of research and discussion by using multiple linear regression analysis has been done it can be concluded that the dimensions of service quality include the physical evidence, responsiveness, reliability, assurance, and empathy
provided by Swalayan Mentari Malang significantly affect customer satisfaction. Variable dimensions of empathy is the quality of services the dominant influence on consumer satisfaction Swalayan Mentari Malang. Based on the conclusions of the research has been done then proposed some suggestions that the department to further enhance customer satisfaction, it is expected that the department is always trying to improve customer service during the transaction process must be conducted and supported by the attitude of a friendly and courteous staff at the when the transactions are made. On the other hand employees a good quality of education and work experience directly owned it will provide coverage for services provided. It is expected that the department improve the quality of facilities and infrastructure are owned and supported by an increase in the ease to leave luggage at the shop. On the other side of the supermarket is expected to increase the number of products and diversity of products offered to consumers. It is expected the department to immediately respond to various forms of complaints submitted by consumers, it is done in order to give maximum attention to the wishes of the consumers. Concrete steps that can be done is by providing a suggestion box placed at strategic locations so that they can easily be known by consumers.